Google Chrome's built-in ad blocker to be enabled in February

Google's announced when it's going to enable built-in ad blocking in Chrome. Chrome will strip ads from certain websites on February 15 as Google pushes the ad standards defined by the Coalition for Better Ads. Only non-compliant ads will be impacted.

Google announced the ad blocker earlier this year, explaining how it intends to use the feature to move the web towards a better ads model. The controversial ad blocker will target sites that use intrusive or poorly displayed adverts. Those that meet the guidelines set by the Coalition for Better Ads will not be affected.

As spotted by VentureBeat, Google quietly announced the ad block's turn-on date today. It comes a day after the Coalition for Better Ads launched its new Better Ads Experience Program, detailing how companies can offer an improved user experience while still retaining ads. To encourage adoption of the program, Chrome's ad blocker will be activated to start penalising sites that degrade the user experience through ad use.

After February 15, sites which "fail" the Coalition's guidelines for more than 30 days will have all their ads removed in Chrome. Site publishers will be notified of ad issues via Google's Ad Experience Report tool. Developers are able to address violations of the guidelines by fixing their use of ads and then applying for an ad review. If the site's ads become compliant again, they will reappear in Chrome.

"Violations of the Standards are reported to sites via the Ad Experience Report, and site owners can submit their site for re-review once the violations have been fixed," Google explained. "Starting on February 15, in line with the Coalition's guidelines, Chrome will remove all ads from sites that have a "failing" status in the Ad Experience Report for more than 30 days. We look forward to continuing to work with industry bodies to improve the user experience for everyone."

Google intends to use the ad blocker to remove ad revenue from websites with intrusive ad usage. By refusing to display the infringing ads, the company provides an incentive to publishers to adopt ad formats that offer an improved user experience. The plan has its critics though, since Google's forcing websites to meet its own accepted guidelines.

Google's confirmed one ad infringement won't be enough to trigger the blocker. The company's designing the feature with the "sustainability of the web ecosystem" in mind, aiming to act on behalf of users. The ads primarily being targeted are intrusive pop-ups, auto-playing videos, full-screen scroll-overs and large sticky ads. Google encouraged publishers to start investigating other formats that do not obscure or detract from the main content on their pages. Responsible ad usage improves the web for everyone, including both publishers and consumers.